Madrid, 2nd June 2026.– Madrid Chamartín-Clara Campoamor has entered a new era. Fully renovated, the train station is now established as one of the major mobility hubs of the 21st century. Taking this into account, Global Spain, which holds the exclusive advertising rights across Adif’s train stations nationwide, is turning Chamartín into a leading environment for brands seeking to connect with urban, on-the-move audiences in a premium setting.

The transformation of the station has not only redefined the passenger experience; it has also opened a new chapter for communication in rail environments, integrating high-impact advertising solutions into a space that is larger, more digital and more experiential.

“Chamartín is now more than a train station; it is Spain’s great transport hub and a benchmark for mobility. Our role is to support this transformation by creating an advertising environment that connects brands with millions of people at moments of maximum attention,” says Borja Balanzat Góngora, Managing Director of Global Spain.

 

Chamartín: the major hub connecting the Spain of the future

The redevelopment of Madrid Chamartín-Clara Campoamor forms part of Adif’s plan to establish the station as a world-class multimodal transport hub. It brings together high-speed, medium and long-distance services, as well as Cercanías commuter rail, alongside direct connections to urban transport, creating a genuine metropolitan and national mobility ecosystem.

According to 2025 data, the station records more than 46.5 million passengers annually, 5% more than the previous year, with projections suggesting this figure could exceed 55 million passengers by 2030.

This growth positions Chamartín as one of the country’s major rail hubs: the point where the northern, southern and eastern high-speed rail lines passing through Madrid converge, and a key piece of infrastructure for more connected and potentially more sustainable mobility.

An integrated advertising ecosystem

In this new context, Out-of-Home advertising takes centre stage. At Chamartín, Global has designed an innovative advertising ecosystem that includes:

  • 6 large-format digital screens in the High-Speed areas, serving as true focal points, visible from multiple perspectives and at different moments throughout the journey.
  • A network of 40 small-format digital screens strategically distributed throughout the station: 28 in High-Speed areas and 12 in Cercanías, following key passenger flows and ensuring a consistent and coherent campaign presence.
  • 22 spaces dedicated to “Spectacular Marketing” activations, enabling brands to transform specific areas of the station into genuine high-impact environments.
  • Global Xperience. In addition to its media network, Global delivers “fleeting but unforgettable” activations, transforming the space into an immersive environment where brands can create experiential campaigns. These activations are organically integrated into the station, reinforcing the experiential nature of the new hub and underlining its role as a platform for 360º campaigns.

Taken together, this ecosystem delivers more than 110 million impacts per month, combining all digital assets (also available for programmatic buying), according to data from the Geoestacion tool. This volume, coupled with the sharp rise in passenger numbers, makes Chamartín a strategic environment for national visibility.

 

Out-of-Home advertising alongside the new mobility

The new phase of Chamartín-Clara Campoamor shows how Out-of-Home advertising can accompany the evolution of mobility and add value to the passenger experience by delivering relevant messages at key moments of qualified attention, helping the space to be perceived as a live, connected and people-focused environment.

For Global Spain, Chamartín is an example of its ability to transform major infrastructure into a brand’s own world, integrating innovation, creativity, strategic planning and the value of data into a single ecosystem that places the capital among Europe’s leading railway cities.

Chamartín is the point where the mobility of the future comes together and, with it, a new way of understanding Out-of-Home advertising is born in a station that is positioning itself as the great railway heart of Madrid.